Generation Trends

Generation trends are the characteristics of a whole generation. They highlight the deep desires, needs, fears and pleasures of a certain age group, on which many choices in life are based.

Generation trends can last from fifteen years up to a whole lifetime. They are based on key (disruptive) generational events and the so-called formative years of a generation: the timeframe during which the members of the generation were between 12 and 24 years old.

The Silent Generation grew up during tough times and became very calm, pragmatic and ‘silent’ because of it. Growing up during great economic growth has turned Babyboomers into idealistic and overly positive people. The crisis during the 80’s has left Gen X more cynical and skeptical. Millennials (also known as Gen Y) are formed by the digital revolution that determined their childhood. And Digital Teens? They’re still in their formative years.

TrendsActive’s generation trends help you to better understand and target your customers!

DIGITAL TEENS

Teens are extremely social. They are obviously very concerned about appearances and image. Nothing new, as this has been the case for ages. At the same time the world they live in changes rapidly, shaping them into a new generation. These digital natives grow up surrounded by technological advances such as mobile internet, smartphones and Snapchat. They learn and think differently and have other priorities in life than teens before them. This shifting mentality is raising questions on how and where to reach the lucrative teenage consumer market in the highly fragmented mobile social universe. The sooner companies get to know this generation, the better.

Born between 1995 – 2002

Keywords:

adolescents

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born digital

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digital natives

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distracted

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fragmented

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generation trend

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learning by doing

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self-centred

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social media

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subcultures

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teenagers

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uncertain times

Samples of questions that will be answered

What makes the todays teens so radically different?

How can I catch their attention?

How do the digital natives like to see themselves depicted?

MILLENNIALS

We can say a lot of things about millennials. For example: they are dualistic, optimistic realists who love eclectic stuff that’s real. The millennials are very different from their predecessors, generation X, but surprisingly similar to the generation that comes immediately after them (digital natives). We sometimes call millennials the light version of the digital natives (in the sense of Coca-Cola Light). The millennial generation is a very important cohort, as they were the first generation to grow up after the Cold War. In a new world order and its explosion of technology, new media, products and marketing.

GENERATION X

The so-called ‘forgotten generation’ are treated true to their name: like they are virtually forgotten. Few brands seem to focus on the wishes and needs of this generation. That is a pity, as the Gen X-ers are the parents of Digital Natives. Therefore, they have more influence on the youngest generation than companies may realize. X-ers are also on the brink of taking over companies and politics from the boomers – and when they do, they will do things differently.

Born between 1960 - 1980

Keywords:

anti

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busy

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cynical

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generation trend

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generation x

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limited edition

Samples of questions that will be answered

How can I reach Generation X?

Why is the forgotten generation relevant to my business?

What will this generation do different when they come into power?

BABY BOOMERS

Everybody knows the Baby boomers. They are the biggest generation cohort with the greatest wealth of any generation. In contrast to the generations before them, they like to spend their money. They are very active and open to new experiences. These facts alone should make this generation the focus of many companies. But, surprisingly, most companies seem to focus only on the young. So it’s not surprising that most Boomers still don’t feel understood and catered to by brands and organizations. This lecture presents the tools to unlock the Babyboom potential.

wealth

KIDS (& PARENTS)

The age group of 0 to 12 year olds are a difficult one to grasp. There are three reasons for that. 1. There are huge differences within this age group – from a developmental psychological point of view a four year old and a nine year old are completely different 2. Also, kids cannot be seen separate from their parents. 3. This group has not gone through their formative years (12-24 years old) yet.

Therefor TrendsActive’s kids research takes the current zeitgeist and the parents of today as the foundation for its kids trends. Today’s world is very different than it was just a decade ago and this has a big influence on the kids of today. We also see shifts in raising children with new millennial generation parents. Kids have more influence on their parents than ever before and it has been said that we have entered the ‘era of the child’. Therefore, this generation deserves special attention. Get to know them before it is to late.

Keywords:

born digital

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cradle to grave marketing

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digital pacifier

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generation trend

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kids

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parents

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project parents

Samples of questions that will be answered

What is so different about the world today and how does it affect kids growing up?

News / Inspiration

Ariel India wants gender equality #ShareTheLoad

In India, Ariel is addressing yet another issue of gender inequality. As Ariel asks: “Today, when everyone is talking about equality between men and women in every field, then why is laundry considered just a woman’s job? When women have entered the field of business, isn’t it time to ask the question – #IsLaundryOnlyAWomansJob?“.

Ariel’s research shows that the majority of Indian women (85%) feel they are working two jobs, one at work and another at home. At the same time 73% of women feel men prioritize relaxing over helping with household chores, and they might be right since 76% of Indian men feel laundry is a woman’s job.

Ariel has launched a campaign to fight for gender equality in the laundry department, asking for men to #ShareTheLoad and take on the Wash Bucket Challenge. The demand for equality in every field could also be heard during the Oscar’s, when Patricia Arquette received an Oscar and devoted her speech to demanding equal pay.

The boys are fighting back #likeaboy

We’ve seen several campaigns in which girls and women are celebrated. Think about Dove’s real beauty campaigns, This Girl Can in the UK and the Always #likeagirl campaign. The main message: why are we still accepting different standards for men and women? When did doing something ‘like a girl’ become an insult?

Although the campaigns get a lot of support from the female side – women have been advocating for a stronger place in society for years – men are not always as supportive. After Always aired its #likeagirl-campaign during the SuperBowl, the #likeaboy-hasthag became trending. Twitters’ audience main message: isn’t it time boys got some praise too?

Many are surprised by this reaction, since men still hold a gender-biased advantage in a lot of way. But recent societal developments might help to explain. Men are in crisis. They live in a world that is becoming more and more feminine and based on female values, which has led men to feel they are losing their manlyhood. They are losing their sense of self. And they are questioning why women feel the need to – in their eyes – put them down.

It is still necessary to advocate women’s rights, but men should not be forgotten.

Consumers don’t want something that’s ‘sorta’ for them

People watch the Super Bowl for many reason. The sportsmanship. The half time extravaganza. And of course: the commercials. With a guarantee of big audiences, brands go all out. And they’re not just catching our attention by using a celebrity or two. Brands are also tapping into important consumer trends.

The Esurance commercial for example, starring Lindsay Lohan, shows her as a bad driver trying to get two unsuspecting children to get in the car with her. Being a 25-35 year old woman with a busy life and a lot of time spend on the road, she could have been the soccer-mom picking up her kids from school. But Lindsay Lohan is actually the 25-35 year old woman with a busy life and a lot of time spend on the road, representing the free-spirited part of her generation.

“I’m sorta your mom.”

But ‘sorta you’ isn’t actually ‘you’, the ad tries to explain. And ‘sorta you’ isn’t good enough. Having an insurance suitable for moms, might not be suitable for the single party girl – even though they share roughly the same demographics. Although consumers have accepted insurances that didn’t cover their needs for years, they’re now speaking up. Why? Because society has changed. Consumer behavior has changed. And your customers are probably telling you they want customized and personalized products too.

Wait, what? They didn’t tell you? Oh, that’s right. Consumers actually expect companies and brands understand them, and offer them the best products possible. Consumers are willing to pay for what’s right for them, not for someone that’s ‘sorta’ like them. You can watch Lindsay Lohan and the newly released Walter White clips here and here.